LinkedIn replaced its news aggregator LinkedIn Today last week in order to get the right content in front of the right users.
The company took that mantra a step further on Tuesday, unveiling Showcase Pages for companies that will, in theory, allow them to share content to a more focused and interested audience.
Here is a great article that explains Showcase Pages and what a great tool it can be for businesses looking to grow their audiences.
Showcase Pages work like less-robust Company Pages, giving major corporations like Microsoft the ability to create pages for niche divisions or business units, such as Microsoft Office or Xbox. Showcase Pages will be followable, meaning Microsoft can share Xbox content with LinkedIn users who have shown interest in the product, rather than every user who simply follows Microsoft.
LinkedIn hopes that brands will start focusing their content to specific audiences. Companies can operate up to 10 Showcase Pages, but LinkedIn says it will work with larger companies that have the need (and manpower) to operate more.
Showcase Pages aren’t Company Pages, and they don’t have all the same features. For example, Showcase Pages won’t have a tab for Careers or Products & Services, and they aren’t for recruiting, says a LinkedIn spokesperson.
Showcase Pages are also different from Groups on LinkedIn. (Xbox and Microsoft Office groups already exist.) The difference is that companies control the content of a Showcase Page, while an administrator controls the Group.
The other major difference is that companies can advertise on Showcase Pages.
Companies can purchase Follower Ads aimed at increasing the Showcase Page’s total follower total, as well as Sponsored Updates that will put the page’s posts and content in front of others who aren’t following the page.
LinkedIn has about 3 million Company Pages on the site, but isn’t saying how many Showcase Pages it expects to add. It seems likely that an abundance of new pages will increase the number of ads on the site, simply because there will now be more business units and brands looking to spread their news.
Showcase Pages weren’t the only changes for LinkedIn on Tuesday. The company also announced Talent Updates, a feature that lets LinkedIn Recruiters post content to their company page directly from their recruiter dashboard. Previously, recruiters needed to log out of their recruiter dashboard, and log in as the page administrator to post. (Or ask the administrator to post on their behalf.)
This is a behind-the-scenes change that shouldn’t impact users — they’ll still see content the same way they always have on a company’s page. It simply makes it easier for those operating LinkedIn pages to internally manage the content they choose to share.